Biz Growth Express - April 2, 2007

IN THIS WEEKS “BIZ GROWTH EXPRESS”

Hi, 

I hope you are having a great week and welcome to the new members of our “Biz Growth” community.

Well this week we are welcoming in April. Here in Dublin that means longer days, spring flowers and the occasional glimpse of the sun.

The children are now off school for a couple of weeks and are most excited about whether the Easter Bunny will visit us. Of course like Santa and the Tooth Fairy, I’ve explained that he only comes if he knows we have all been good.

You could say that the Easter Bunny relies on the power of testimonials!

Talking about testimonials, last week I was honoured to be asked to present at the training day hosted by BNI and facilitated by the Referral Institute on the power of testimonials and I’ve summarised some of the points covered in the presentation to 140 entrepreneurs at the “Networking Day Dublin” event in this weeks feature article.

As next week is Easter weekend, we will be taking a break from our weekly “Biz Growth Live call”, but do watch out for “Biz Growth Express” as usual.

Later this week I will be a guest expert on a couple of virtual workshops including one with my good friend Michael Port for his “Book Yourself Solid” students where I will be sharing secrets of building your online brand even if you don’t have a website or blog.

Unfortunately this is not an open call. However you can join me in the seminar I am leading for Jen Blackert’s community about the 5 biggest mistakes business leaders make. There is no cost to join this seminar and Jen has kindly provided the phone number if you would like to join the teleseminars. Just scroll down to find the information in the section of the news letter that features live events.

Each week we look to provide you with valuable content to build your brand and expand the success of your professional practice.

As you know, our goal is your success, providing you with strategies, inspiration and tips that you can adapt, adopt and apply to grow your business. 

I hope you enjoy this week’s edition of “Biz Growth Express”.

And if you have friends and colleagues who you believe would benefit from the strategies and tips we cover in the “Biz Growth Live” calls and our “Biz Growth Express” newsletter, I would be honoured if you forwarded this email to them or alternatively you can invite them to register at “Biz Growth Live“.

Your recommendation is how we grow!

Here’s to bringing YOUR brand to life!

Thank you for being part of our thriving “Biz Growth Community” and please do share your suggestions for areas you would like us to cover in future editions and that would support your business growth in 2007 or subjects for our weekly “Biz Growth Live” calls.

Best wishes

Krishna

FEATURE ARTICLE: ‘The Power of Testimonials – Part 1’

How do you make a decision to purchase a service or product?

Think back to the last time you made a decision to make a significant investment, be that something for your home or business life and the chances are that you not only tried out the product or service before you bought it, but you also asked the opinion of others.

Let’s take for example purchasing a camera. Perhaps you asked a friend about their experience of a certain model of camera. You might have also researched the camera on the Internet or in magazines. You might even have gone into your local camera shop so you could ask the opinion of the camera expert in the store.

In all these cases, you were seeking endorsements and opinions – in other words testimonials about the camera.

When it comes to your potential clients making a decision to invest in your services, which are no doubt far more expensive than purchasing a camera, what reference sites and testimonials can you offer up?

Just today I was reading a review of a podcast hosted by a good friend of mine. The review was not particularly positive and highlighted the fact that while the podcast host said they were an expert in a particular field, the reviewer could find no testimonials or endorsements to support their position.

Putting in place a process to systematise accessing testimonials is an often an overlooked strategy in many professional services practice. Added to that, many testimonials are far from impactful.

For example have you ever noticed the testimonials on a web site that say something like:

“Working with Jo was great. CD, London.”

This just leaves you wondering – who was CD? Why did they find working with Jo great? What difference did it make to them? Was CD in the same situation as I find myself in?

Frankly this form of testimonial is not going to be seen as credible as it is vague and non specific.

What would be more influential would be a testimonial that outlined:

If you have delivered excellent service to your clients, it is highly likely they will be happy to provide you with a testimonial. So why is it that we so often fail to access testimonials?

Here are three simple steps to ensure that you access powerful endorsements and testimonials:

  1. Ask – Make sure that you ask your clients for a testimonial. The worst case scenario is that they will decline, so you have nothing to lose from asking.
  2. Guide – Provide a framework of a few questions that you would like your client to respond to. I have created a set of standard questions that I give to my clients so that I can ensure that the testimonial is as outcome and results focused as possible.
  3. Simplify – Make it easy for your clients to provide you with the testimonial. It is likely that they are busy, so while they may wish to provide you with a testimonial, they just may not find the time to write it. I offer my clients a number of ways to provide the testimonial including making available a phone line available 24/7 where they can leave a message. I also offer to draft something based on the results I know they have realised which they can then review and adapt.

THIS WEEKS BIZ GROWTH ACTION STEPS:

  1. Review the testimonials you have on your web site or in your files. Make sure they reflect the outcomes and results you have delivered for your clients in a highly tangible way.
  2. Create your own set of questions that you would like your clients to respond to when providing you with a testimonial.
  3. Connect with any clients you have worked with over the last 6 months where you have not yet requested a testimonial. Set yourself a goal so that your testimonials are up to date in the next 30 days.

In next weeks article I will cover how to leverage your testimonials to attract more clients.

PERSONAL BRANDING TIP OF THE WEEK: ‘BUILD YOUR BRAND WITH BLOGGERS’

Perhaps the business blogging bug has not yet bitten you. Never the less, do not under estimate the influence business bloggers have.

While you may not yet have a blog, I highly recommend that you take time to find bloggers who are in fields that are both similar to yours and to some who connect with communities of people who are likely to be in your target audience.

You can find blogs to watch at Technorati.

Subscribe to a few of these blogs so you can follow the conversation that takes place on the blog. When the conversation is one that you have an opinion on and could add to, then why not post a comment?

Most business blogs have a facility where you can add your name and website or blog domain address.

If you write a comment of note and add to the conversation, you will find that most business bloggers and the readers of their blog will then follow the link back to find out more about you.

Business blogging is changing the way that we network and connect with people online. Just because you have not established a business blog does not mean you can not participate in the conversation.

You just never know where the conversation may flow to. I have personally found new business associates, joint venture associations and clients through networking on line through my own blog, BizGrowthNews.com and through connecting to other bloggers on their blog.

Make sure that you enhance your personal brand and reputation with fellow business leaders through connecting with business bloggers.

PERSONAL BRAND ACTION STEP

  1. Take 30 minutes in your calendar this week to visit Technorati.com and find 3-4 blogs that are writing about subjects relevant to your expertise.
  2. Subscribe to these blogs and follow the conversation in the next few weeks.
  3. Schedule 60 minutes a week to read blog articles, follow links to relevant resources from the articles and make posts on the blogs you are following.
  4. In 30 days time take stock on what new information you have gleened through following those blogs and review how you are building relationships with bloggers and their readers. You never know, you too get the blogging bug too.

If you are in Dublin on the 21 April 2007, come and join me at BarCamp Dublin where I will be speaking on the subject of business blogging. You can find all the details here.

BIZ GROWTH TELECONFERENCE – 2 APRIL 2007

SUBJECT:  ‘HOW TO ESTABLISH YOUR OWN PROFESSIONAL ASSOCIATION’

GUEST EXPERT – SHERI MCCONNELL

Becoming the centre of influence in your chosen field is an excellent way to build your brand as the expert of choice. An under utilised strategy by many leaders in professional services is the establishing of your own professional association.

In this weeks interview we will be joined by Sheri McConnell who is the founder of two professional associations and who now coaches other business leaders on how to establish profitable associations as a way to generate more profit and position yourself as the expert in your field.

NEXT “BIZ GROWTH LIVE” TELECONFERENCE – 16 APRIL 2007

SUBJECT:  ‘PODCASTING TIPS TO BUILD YOUR BRAND’

GUEST EXPERT – PENNY HAYNES

So what is all the fuss about podcasting and why should you consider podcasting as a leader in a professional services firm?

In our next “Biz Growth Live” programme, I will be in conversation with Penny Haynes, podcaster and coach who has taught hundreds of people to podcast. Penny also hosts the International Podcast Expo which is taking place in April and at which I am speaking (more details about that below).

Penny and I will be talking about how podcasting can support you not only in keeping in touch with leading edge information so you continue your professional development but how it can also support you in building your corporate brand and personal brand as an expert in your field.

*NEW* ADVANCE NOTICE – CORPORATE PODCASTING SECRETS PROGRAMME

Have you wondered just what all the buzz Is about podcasting? 

Perhaps you are not sure if it is relevant to your business or you are concerned you will not get a return on investment.

Podcasting started in 2004 and I was an early adopter of this technology platform and have been podcasting for almost two years.

I also teach others how to use podcasting to support their marketing and communications strategy.

Perhaps you have even listened to some of our podcasts and wondered just how you too could get started podcasting?

Corporate podcasting can support you in:

Having been asked to speak at a number of conferences this year on the subject of corporate podcasting, I have now decided to share my expertise in a forthcoming programme which we will be starting after Easter.

I will be delivering this as a virtual programme so you can attend from wherever you are in the world.

If you want to be on our mailing list to receive information about our new programme “Corporate Podcasting Secrets” that we are developing as we speak, just send me an email to corporatepodcast(at)oneoceangroup.com.

PODCAST – HOW TO BUILD YOUR EMPLOYER BRAND

As you know, here at Oneocean, we are all about building brands, from your corporate brand to attract great clients, to your employer brand to attract and retain great talent, to your personal leadership brand to build your personal reputation as an expert in your field and expand your success.

We have been podcasting about branding at TodaysWomeninBusiness.com.

  1. EMPLOYER BRANDING PODCAST  – discover what employer branding is and three actions you can take to strengthen your employer brand today. Access the podcast here.
     
  2. TEAM BRANDING PODCAST – discover how todefine your team brand, understand how it is expressed and actions you can take to enhance your team brand and reputation here.
  3. PERSONAL LEADERSHIP BRAND PODCAST – discover why nurturing your personal leadership brand is critical to your professional success, ways to establish how your personal brand is expressed and how to further refine and strengthen your personal leadership brand here.

You can post your comments and questions against each of the podcasts, so I look forward to hearing from you with your thoughts, ideas and what works for you.

Alternatively, if you would prefer to leave comments at our media centre, you can call +1 214 615 6505 ext 6842.

BRAND BUILDING AND MARKETING LIVE EVENTS AND WORKSHOPS

There are a number of terrific events that are coming up in the next month I am speaking at and that I think you will find them of immense value (not just because I am a speaker!).

Full details are on “Biz Growth News” – here is a quick overview:

1. 5 MASSIVE MISTAKES BUSINESS LEADERS MAKE – Join me on Thursday 5 April at 3pm ET (8pm Dublin and London) when I am with Jen Blackert and her community of fast growth entrepreneurs.

I will be sharing the 5 massive mistakes business leaders make that hold them back from achieving the professional and personal success they desire and deserve – something I have never shared before in such an open forum.

So you can join Jen and I on Thursday, April 5th at 3 p.m. ET (8pm Dublin and London) on +1 605 772 3900, Passcode: 312471#.

2. INTERNATIONAL PODCASTING EXPO – join me a weekend learning all about podcasting at a level of investment you just can not say no to.

I will be speaking at this virtual event on the 20 April 2007 about “How to be a STAR interviewer and a GREAT guest.”

I have managed to negotiate a 30 percent discount for you if you register through my special page. This is a three day event and it will be recorded. You can attend the International Podcasting Expo from the comfort of your own home.

At only $35 for a 2 day pass as the event runs from the 20-21 April 2007, can you afford not to attend?

You can access the reduced price ticket using my link.

3. BARCAMP DUBLIN – Join me for a great day of learning and networking at the first ever BarCamp Dublin, a no cost event being held in the Digital Hub on the 21 April 2007.

I will be speaking about “Building buzz – blogging to build your brand and grow your business”.

So if you are considering getting started in business blogging, do come and join me at BarCamp Dublin.

Wishing you continued success, so until next week.

Best wishes,

Krishna De
Bringing YOUR vision to life!
www.bizgrowthlive.com
www.bizgrowthnews.com
www.krishnade.com
www.oneoceangroup.com
www.todayswomeninbusiness.com

P.S. If you have friends and colleagues who would like to join the weekly teleconference call, they would be very welcome – please invite them to register at Biz Growth Live.

©Krishna De, Oneocean Ltd 2007.  All rights reserved.

“Biz Growth Express” is a Oneocean Publication.  Oneocean Ltd is a leading business development consultancy with a difference – we focus on the unique strengths of an organisation and its people to unlock extraordinary performance and growth. You can learn more about our work here

TERMS OF REPRINT: You are welcome to publish extracts from “Biz Growth Express” in your own online ezine or news letter, providing the article is printed in its entirety and is left unedited and you include the copyright notice and the following statement:

©Krishna De, Oneocean Ltd 2007. All rights reserved. Reprinted from “Biz Growth Express”, a Oneocean Ltd publication for leaders in professional services practices, featuring inspiration, strategies and tips to build your brand, attract your ideal clients and enjoy greater success with less stress.  Subscribe today at http://www.bizgrowthlive.com and access free weekly teleconferences where we interview experts from across the globe on how to build your brand and expand your professional and personal success.